Makeup is not about covering up; it’s about getting ready to make your mark on the world — that seems to be the message behind a new beauty campaign starring author and feminist icon Chimamanda Ngozi Adichie.
According to Mashable, the Nigerian novelist is the face of British beauty brand Boots No7‘s latest ad campaign called,”READY to Speak Up,” which “aims to recognize that female beauty is about more than just looking pretty.”
Mashable says a statement explains the campaign this way: “Women use cosmetics to be ready for something: to show up, speak up, and make an impact in their world in their own way.”
But for Adichie, wearing makeup is all about doing what makes her happy instead masking her true appearance:
“I love make-up and its wonderful possibilities for temporary transformation. And I also love my face after I wash it all off,” she said in a statement, according to NY Magazine. “There is something exquisitely enjoyable about seeing yourself with a self-made new look. And for me that look is deeply personal. It isn’t about what is in fashion or what the rules are supposed to be. It’s about what I like. What makes me want to smile when I look in the mirror. What makes me feel slightly better on a dull day. What makes me comfortable.”
The campaign may help remove some of the falsehoods present in current beauty advertising, says Adichie, who’s involvement in the campaign may present one positive step forward in achieving this goal.
“I think much of beauty advertising relies on a false premise — that women need to be treated in an infantile way, given a ‘fantasy’ to aspire to,” she said, according to NY Magazine. “Real women are already inspired by other real women, so perhaps beauty advertising needs to get on board.”